Call analytics platforms can help with attribution, tracking keywords and conversions

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 05, 2020, 1:51 AM UTC

Businesses can track both online and offline leads through call analytics platforms.

This article suggests marketers use AI and machine learning powered call analytics platforms to glean caller insights with greater accuracy and speed. Brands can enhance marketing effectiveness with call analytics platforms and predict users' call intent while measuring tone, sentiment, and emotion.

Marketers can leverage call analytics platforms to attribute keywords and campaigns across social media and understand which digital media is driving conversions. Brands can also build personas and lookalike audiences from call transcriptions, records, and use them to retarget potential prospects.

Analysing call transcripts can help sales agents identify callers who prefer call-backs and improve their call scripts and performance. However, brands must prioritise user privacy and employ security measures like data encryption and two-factor authentication to comply with regulations like GDPR.

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